The impact of green marketing on consumer purchase behavior

Abstract

Nowadays, consumers have become more conscious to environmental issues all over the world. They have become more aware about environmental safety. For this reason, green marketing is being used globally by most of companies as a tool of environmental safety. Now, consumers only buy the products that are harmless to the environment. The main objective of this paper is to highlight the impact of green marketing on consumers’ purchase behavior. This paper focuses on the influence of green marketing on buying behavior of consumers.